The EbMaster Entertainment Summit at CES in Las Vegas on Jan. 8 covered a variety of topics shaping the media and entertainment business, from AI applications to webtoons and advertising innovations. The day began with a panel of programming executives discussing changes in streaming content and the focus of major networks and platforms, with NBCUniversal’s Beatrice Springborn highlighting the shift towards “Marquee TV” due to increased production volume following actors and writers strikes and media consolidation.
Barry Jossen of A+E Studios stated that the decline in volume has been beneficial for the industry as a whole. Rahul Purini, president of Sony Pictures Entertainment’s Crunchyroll anime streamer, pointed out the growth in interest in content from outside Hollywood and New York. Angela Russo-Otstot, chief creative officer of AGBO content company, discussed the advancements in virtual production capabilities, particularly Epic Games’ Unreal Engine platform.
Fernando Szew mentioned AI as a key trend, but stressed that it should complement human creativity rather than replace it. The discussions then delved into generative AI initiatives and their impact on entertainment, with Fox Corp. CTO Melody Hildebrandt highlighting content discovery and interactive consumer apps as areas of focus.
A panel on technology trends yielded a debate between Duncan Crabtree-Ireland, chief negotiator and national executive director of SAG-AFTRA, and Shahrzad Rafati, founder and CEO of RHEI, regarding AI capabilities and their impact on content creators.
Lastly, David Lee of Webtoon Entertainment shared insights into the webtoon phenomenon, a digital medium originating in South Korea that has gained worldwide popularity with millions of readers and creators.
As a movie enthusiast, I’ve noticed an impressive climb in the popularity of streaming platforms over the last decade. However, it seems that studios and content creators haven’t seen the same growth in revenue from streaming as they have from traditional licensing and advertising sources. That’s where companies like The Trade Desk come into play, aiming to bridge this gap by providing a seamless, one-stop solution for advertisers and streaming platforms alike. Even Spotify, with its vast user base, has teamed up with The Trade Desk to boost their ad revenue. Lee Brown, Spotify’s VP and global head of advertising business and platform, recently shared that they’ve made a significant stride into the programmatic advertising space, making their inventory available for real-time bidding across their platform with full addressability and data signals. Tim Sims, Trade Desk’s chief commercial officer, stressed the importance of marketers leveraging ad-sales aggregation efforts more than ever due to the significance of reaching consumers consistently across various channels. In other words, marketers need to think about engaging us as consumers in a holistic and omnichannel manner.
As a passionate enthusiast, I can’t help but share my excitement about the evolution of marketing strategies. The core focus now is on making media plans align more closely with the consumer journey and daily experiences. This way, we at our platform try to make it as simple as possible for users to execute and activate their strategies effectively. We aim to help them reach their desired audience, not just on Spotify, but across all consumer touchpoints throughout the day.
In terms of storytelling, the old constraints are fading away, giving way to a world where consumers have more freedom and choice. This presents both challenges and opportunities, especially for major media players like us at Amazon Ads. When we consume content, whether on a phone or laptop, we want to feel seen, heard, and understood. With our vast reach of 275 million users in the U.S., our goal is to show creators how to leverage their IP across devices and help brands tap into this audience.
From the perspective of content creators like Laika, it’s crucial to tailor storytelling for specific platforms to honor the IP while also ensuring authenticity. Our fans love the boldness and originality of our films, and we put in a lot of time and care to maintain that quality when launching new platforms.
Amazon Web Services offers a broader perspective on the growth of live events as a driver for streaming platforms. With our role in powering streaming services for other media giants, we understand the challenges of streaming high-quality, monetizable content during live events. We aim to help our customers leverage first-party data for audience segmentation and personalize the experience for both advertisers and consumers.
Lastly, leaders like Mike O’Donnell from Vizio emphasize the importance of innovation in maintaining viewer engagement. They suggest focusing on ad formats to keep the marketplace evolving, as prolonged ad pods can no longer capture today’s shortened attention spans. Innovation is key to delivering content and ad formats that keep customers engaged for extended periods.
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2025-01-10 05:46